Nike and Levi's are bad examples. They use brands as illusions of superiority. Money in this case is not spent on R&D but spent on marketing. Also how can you

Nike and Levi's are bad examples. They use brands as illusions of superiority. Money in this case is not spent on R&D but spent on marketing. Also how can you be the domain expert if you open source everything you know? The millions you spend on R&D are given away and allow others to arrive at the same knowledge for $0. How does that work out for a company from a competitive standpoint? You are basically shooting yourself in the foot in terms of staying ahead and being a domain expert.